Nobody wants UX research.
Businesses don’t commission studies due to an undying love of data.
Businesses want data that enables them to make more informed—and less risky—business decisions, faster.
They want data that enables them to adapt to changing market conditions.
They want insights that provide value to their customers and shareholders.
Researchers should deliver value to the business.
To deliver value, researchers must follow three rules:
- Research should never deliver data
- Research should never deliver insights
- Research should deliver counsel.
Insights are an important part of the equation. But they are only a part of the equation. Having an insight means that you have developed the capacity to gain an accurate and deep intuitive understanding of a person or thing.
Applying that to a particular business case enables businesses to reduce decisional risk.
Value comes through reduced risk.
Knowledge is power. – Francis Bacon
When researchers are able to help the business apply insights to business decisions, they enable the business to make better decisions, faster.
The risk reduction is grounded in the premise that they help the businesses they serve become less wrong.
To provide counsel—and reduce risk—researchers should develop a Point-of-View (POV) on their insights.
A POV is clear, direct, unambiguous, unqualified direction based upon the totality of the evidence and the researcher’s insights.
A simple POV could read, “Add search capabilities to the app.” Note it lacks the qualification, i.e. “we recommend” and clearly tells the reader what they should do.
Researchers should deliver what stakeholders want.
Stakeholders want to move faster—with less risk—and adapt to growth opportunities faster than the competition. They want to provide value to the business—and shareholders—they serve.
This POV will earn insights teams their rightful place as trusted advisors to business leadership.